Overview
Consumer Behavior Term Paper
My brand are Godiva chocolate and kinder joy. And I’ll will attach the ads poster below.
themes. Use print ads as the basis for your analysis, so that you can submit the
actual ads as exhibits with your paper. Compare the two campaigns in terms of the
psychological, sociological, and cultural impact they should have on the consumer,
citing specific behavioral science concepts covered in the course.
Be sure to use a minimum of 2 theories for each analysis (there are many theories you should include – but 2 for each analysis is the minimum). You can use the same concepts for both ads, or different concepts, or a mix of the same and different concepts for each ad. Be sure to reword the theory, cite them properly, include the corresponding reference on the reference page, and specifically address how you know a particular theory is being in used in the ad by referencing the part of the ad that is relates to.
Please note that this is a CONSUMER BEHAVIOR PAPER, NOT A MARKETING PAPER.
Psychological (primarily chapters 3 through 6) and Sociological analysis (primarily chapters 9 & 10 with some info towards the end chapter 5).
Cultural analysis and Ad effectiveness – found in chapters 11 through 13.
3. Based upon the preceding discussion, identify the advertisement that you feel is more
effective, citing the reasons for your choice.
4. While you will not be graded specifically on your command of written English, it is
important that your paper be free of typographical errors. Please be sure to read your
paper through before submitting it. An error-laden paper will earn you a lower grade.